When a crisis hits, NGOs and other nonprofits often seek to raise awareness of their missions and how they are helping people in need. The term for this is trendjacking or news-jacking, capitalizing a trending topic to bolster one’s brand in the marketplace,” according to an article, “Does Trendjacking Work: And Should You Be Doing It?” on the TweakYourBiz site.
- It’s not enough to have experts, you need to have spokespeople with specific expertise on the ground. A nonprofit that helps with adoption from Africa seemed one that reporters would want to speak to as they wrote about children who were orphaned by Ebola — but the media wanted someone they could interview in an Ebola-infected community. The media all felt the organization was doing good work but the organization didn’t have specific information about what was being done for Ebola orphans and had no one who could talk about specific adoptions that had taken place in which a child, whose parents had died of Ebola, had been placed with a family in the U.S.
- Speed matters. It’s amazing how fast network news can work to pull together stories. By the time you’ve read or watched an article about it, the producers will feel they’ve already told the story; there’s nothing more to pitch. To get the media’s attention, you need to develop and implement your strategy, tactics and messages at the start of the crisis. You basically need someone on the ground or with direct expertise in the first few hours, especially someone who can do an interview over Skype.
- Bring something strikingly new to the game by uncovering what the media hasn’t covered. Make sure to differentiate the charity from what others are doing, and from what the media perceives the story to be. Otherwise, reporters’ basic response will be, “Good to know there’s another organization that can talk about conditions on the ground but we’ve had already covered that angle.”